For example, if a customer clicks on a Google ad and then later makes a purchase, the first-touch attribution model would credit the sale to the ad click, even if the customer had multiple other interactions with the company before making the purchase.

This model assumes that the first touchpoint had the greatest impact in influencing the customer’s decision to convert or make a purchase. While it provides valuable insight into the initial stage of the customer journey, it may not accurately reflect the full spectrum of touchpoints that influenced the final conversion.